Finance Enterprise New Science Of Marketing 2 docx

... all areas of the company. The problem today is that marketing is an island, often both lit- erally and figuratively shut off from the rest of the enterprise. While the rest of the enterprise ... what on earth 50 ENTERPRISE MARKETING MANAGEMENT 3 PLUG MARKETING INTO THE ENTERPRISE A s you can see, brands stand at the center of your marketing enterprise, driving all you...

Ngày tải lên: 21/06/2014, 13:20

... that. Consider the examples of Southwest Airlines, Enterprise Rent- A-Car, and IKEA. Each one of these companies generates a relatively higher level of performance (in terms of profitability) in its ... alignment takes place, or it usually doesn’t happen. 92 ENTERPRISE MARKETING MANAGEMENT Before the age of CRM, marketing departments invested all of their time and money...

Ngày tải lên: 21/06/2014, 13:20

... fun- damental marketing objective of increasing profitability. If every 1 52 ENTERPRISE MARKETING MANAGEMENT snack that could be transported easily and traveled well in a variety of climates.That ... measurement software will let marketers see what cus- tomers are actually doing when they interact with new media. Con- 136 ENTERPRISE MARKETING MANAGEMENT 500 400 300 20 0 100...

Ngày tải lên: 21/06/2014, 13:20

... them- selves to new companies and new products. Indeed, the depressed MEASURE INVESTMENT PERFORMANCE 175 Table 9.1 The New Rules of Marketing Investment From To Marketing is an expense. Marketing is ... during the first few months of the 20 01 20 02 season (due to the impact of the September 11 terrorist attacks and the global recession), Aspen/Snowmass saw a downturn of...

Ngày tải lên: 21/06/2014, 13:20

... $ 22 ,500 $ 3,750 $ 22 ,500 23 % 2 7% $ 19,000 $ 4,750 $ 9,500 13% 2 7% $ — $ — $ no cost 0% 2 7% $ 4,000 $ 1,333 $ 2, 000 1% 2 7% $ 3,000 $ 300 $ 1,500 1% 11 7% $ 50,613 $ 2, 025 $ 4,601 1% 4 41% ... detailed profile of the investment and, at the very least, an estimate of its possible return (see Figure 10.3). This is where the 20 0 ENTERPRISE MARKETING MANAGEMENT Deve...

Ngày tải lên: 21/06/2014, 13:20

... Enterprise marketing management (EMM) and the new science of marketing, as a set of business appli- new rules of, 175 optimizing, 198, 20 8–9 profile, 13, 20 0, 20 9 program, 199 20 5, 20 9 strategy, 1 72 trade-offs, ... 134–38 possibilities of, 133 putting to work, 127 28 , 131– 32 tailoring messages with, 143–44 Nielsen/NetRatings, 1 42 nonfinancial metrics, 20 1,...

Ngày tải lên: 21/06/2014, 13:20

... sprawling global enter- prises, it’s the end of the art of marketing and the beginning of the new science of marketing. Gone are the esoteric theories of marketing as a creatively driven endeavor. ... components come into play when different opportunities 30 ENTERPRISE MARKETING MANAGEMENT 60 55 50 45 40 35 30 25 20 15 10 0 .22 0 .27 0. 32 0.37 0. 42 0.47 %Saying V...

Ngày tải lên: 07/02/2013, 09:52

... focus on the fun- damental marketing objective of increasing profitability. If every 1 52 ENTERPRISE MARKETING MANAGEMENT STRUCTURAL ALTERNATIVES There are a wide variety of organizational structures ... measurement software will let marketers see what cus- tomers are actually doing when they interact with new media. Con- 136 ENTERPRISE MARKETING MANAGEMENT 500 400 300 20 0...

Ngày tải lên: 21/06/2014, 21:20

... them- selves to new companies and new products. Indeed, the depressed MEASURE INVESTMENT PERFORMANCE 175 Table 9.1 The New Rules of Marketing Investment From To Marketing is an expense. Marketing is ... during the first few months of the 20 01 20 02 season (due to the impact of the September 11 terrorist attacks and the global recession), Aspen/Snowmass saw a downturn of...

Ngày tải lên: 21/06/2014, 21:20

... new rules of, 175 optimizing, 198, 20 8–9 profile, 13, 20 0, 20 9 program, 199 20 5, 20 9 strategy, 1 72 trade-offs, 183 marketing knowledge, growing need to cap- ture, 21 2 marketing mix integrating ... 134–38 possibilities of, 133 putting to work, 127 28 , 131– 32 tailoring messages with, 143–44 Nielsen/NetRatings, 1 42 nonfinancial metrics, 20 1, 20 2 Nucleus Research, 97...

Ngày tải lên: 21/06/2014, 21:20